A review of Mobile Commerce consumers' behaviour research: consumer acceptance, loyalty and continuance (2000-2009)

This paper executed a comprehensive review on papers published between 2000 and 2009 about consumer behaviour in Mobile Commerce. We screened all the papers on important journals in Mobile Commerce and searched the ISI database for papers with related keywords. This yields a collection of 92 papers. The papers can be classified into three theme: consumer acceptance, loyalty and continuance. We made a comparative analysis in each theme from the aspects of the types of mobile commerce, the theoretical foundation, the research methods and research discoveries. Based on the analysis, suggestions for the future study are put forth in conclusion.